James started his career at Carlton Screen Advertising (now Digital Cinema Media), the UK’s largest screen advertising network. His time at the company covered all disciplines of the medium from selling screen advertising to media agencies and direct to clients, through to creating innovative sponsorship and promotional campaigns. His most notable work included selling and overseeing the implementation of the Orange ‘Turn off your mobile” campaign and the first ever building wrap of London’s iconic bfi IMAX cinema for Canon.
In 2007 James joined Vue Entertainment as Head of Corporate Sales Department covering alternative content, advertising sales (sponsorship, on screen and on line), conferencing and ticket promotions. Over the course of his four years at Vue, delivered more than 60 live and recorded events including exclusive broadcasts for Take That, Foo Fighters, Kylie Minogue, Muse, Girls Aloud and Arctic Monkeys
In 2011, he joined the team at Omniverse Vision, an independent distributor of Event Cinema to cinemas worldwide specialising in theatre and music content. The releases included Led Zeppelin’s Celebration Day, Les Miserables 25th Anniversary, and Robbie Williams.
James moved back to exhibition in 2014 as Director of Event Cinema for National Amusements, covering the UK, US, Brazil and Argentina. In 2015, he launched a distribution arm in the UK and Brazil, and in 2017 released 22 titles with a primary focus on anime (including Your Name, Ghost in the Shell, and Yu Gi Oh) and pre-school. In 2018 the slate will broaden to musical theatre with the release of Wind in the Willows.